exleye: @diddy05 Please do. That way, when we're drinking beers at Summerfest, you can remind me and I'll buy you some cotton candy or something.
about 20 hours ago
alesana5: @arawrarrwr: well im happy your fine or else I wouldnt be able to talk to you. How many times have you gotten drunk @summerfest?
about 5 days ago
CrzyMthrTrucker: @alaha09 who would be jaw dropping? It's probably something really lame like Tim at summerfest or something involving toby keith...
about 5 days ago
braddendujary: RT epiccentral: If you need to fundraise for your SUMMERFEST ticket flick us a txt on 0210504938 or facebook us! We've got some jobs thi ...
about 6 days ago
EpicCentral: If you need to fundraise for your SUMMERFEST ticket flick us a txt on 0210504938 or facebook us! We've got some jobs this saturday from 9am!
about 6 days ago
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"Get your Summerfest on," Milwaukee. |
 | By Michael Stodola  Special to OnMilwaukee.com E-mail author | Author bio More articles by Michael Stodola |
| Published June 7, 2008 at 8:28 a.m. |
|
It happens all the time. A unique, almost magical idea erupts into legitimacy and success -- only to get compromised and watered down to the consistency of milquetoast. It's happened to the likes of Microsoft, "The Tonight Show" and NASCAR. And during the past few years, I've witnessed our own, beloved Summerfest make the same corporate death-march.
For, arguably, the "best fest" in the nation, Summerfest's brand is virtually soulless. Lately, its advertising strategy has been reduced to: "Let's tell people the dates and show them the smiley face. Good enough." Well, I call that resting on corporate laurels -- and it not only doesn't resonate, it erodes everything Summerfest has built since 1968.
I've preached volumes about branding in past blogs; the Big Gig is turning up its nose at brand management -- and turning its back on its core user.
Now, listen up. The "30-Second Brand Speech" goes something like this:
Figure out who your core users are. Research their wants and needs. Ask yourself what's happening in the market -- any hot trends? And lastly, who the hell are you? What do you stand for as an organization? What about you speaks to that core audience, is different from your competition and is relevant within the market? Whatever that is, scream it from the top of every mountain. Attempting to be everything to everyone only means you are nothing to no one.
Summerfest's latest ad campaign illustrates its now-soulless brand: "Get your Summerfest on." Whoa, what a unique selling point! You can replace the word "Summerfest" in that statement with just about anything and it would mean as much. "Get your Bar Mitzvah on." Or, "Get your Depends Adult Diapers on."
Allow me to utter two of my favorite words: Harley-Davidson.
It's just about 40 blocks from festival grounds, yet light-years away on a brand landscape. (Or, "brandscape," if you want to sound like an overpaid, self-appointed West Coast advertising guru.) Now, I don't want to hear about budgets or media weight, because it doesn't cost any more to choose to speak from your soul. Obviously, H-D's brand has stayed true to its core user (maybe 'cause its core user would kick its ass if it strayed). It's narrow in its focus by simply taking that core message and shouting it out to anyone interested.
In fact, before you read on, I want you to watch this video right now.
Now, apply that same "Core Fever" to an amazing, one-of-a-kind musical party that lasts for 11 days on the shores of Lake Michigan. Wow. What a powder keg of brand potential, right? If the organization behind that incredible fest was in touch with its core user, it might embody its true self. That would turn my frown upside down. Rock on.
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12 comments about this article. Post a comment / write a review. |
Recent Talkbacks ...
Posted by grborden on June 16, 2008 at 7:42 a.m. (report)
With all the stages and slots to fill with bands, I want Summerfest to take some risks. Give us some interesting indie acts, give us some cutting edge hip-hop, hell give us more country. I'm talking about diversification here. You can still keep it family, and keep the regular acts, just give us some interesting choices.
| Rate this: |
Posted by mikeb on June 11, 2008 at 3:11 p.m. (report)
curleyboy, I know, we should be content with the fact that we were able to get Steve Miller over Radiohead/Kanye West/Wilco etc. Sasquatch in Seattle sold out all 3 days of their festival. Bonnaroo will draw in excess of 80,000 people and Lollapalooza will draw as well. Summerfest used to be relevant nationwide and that has slipped away because the lineup the last two years has been retreads or bands that are on the County Fair Circuit. Summerfest is supposed to be about music, but it's become basically an excuse to go and drink. I think that's a shame, because the Summerfest grounds are far and away the best of their kind in the country.
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Posted by curlyboy1978 on June 11, 2008 at 9:34 a.m. (report)
MikeB - there is an OVER abudance of these so called "cutting edge festivals". That is why SF doesn't try and HAS NEVER been into that type of music fest scene. And w/ the economy in the dumps, don't expect sell out crowds for any fest period. BTW Lolla in Chicago isn't exactly cutting edge this year - I mean NIN, Rage, Radiohead - yeah real exciting new acts that never play fests anywhere for $200
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Posted by Downtowner on June 11, 2008 at 9:25 a.m. (report)
That Harley spot does rock, but Summerfest's local brand is so strong that it almost doesn't have to have amazing creative. Frankly, Summerfest is going to draw no matter what. I'd guess they are just trying to leverage the power of the "on" brand that OnMilwaukee.com has created. Get it on, Milwaukee!
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Posted by JeremyFojut on June 10, 2008 at 5:49 p.m. (report)
Although the big gig will have plenty of fun, drinks, conversations and entertainment. The music lineup this year is the worst in history.. Can they stop bringing back the same crap bands as last year. From what I understand this is the biggest music festival in the world or so they say except we cant score a band with any talent. If the plain white t's come here next year as well I will rip all my white t shirts up. Last year was a decent line up and it looks like they just gave up this year and brought back a lot of the same bands that sucked but said ok well do it again i guess, I am we are the plain white t's we have nothing else going on. Its time to take the program director out and show him that there is music beyond the terrible shortcomings of the radio station 102.1 Bo Black
| Rate this: |
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